Zepto: Redefining the Indian Online Grocery Market

Zepto: Redefining the Indian Online Grocery Market
Case Code: BSTR650
Case Length: 14 Pages
Period: 1990- 2022
Pub Date: 2023
Teaching Note: Not Available
Price: Rs.300
Organization : Zepto
Industry : Retailing
Countries : India
Themes: Business Models
Zepto: Redefining the Indian Online Grocery Market
Abstract Case Intro 1 Case Intro 2 Excerpts


The case ‘ZEPTO: Redefining Indian online Grocery Market’ is about the growth of quick online grocery delivery company Zepto and how its business model disrupted the Indian online grocery delivery market. The case starts with theUS$200 million funding raised by Zepto, which led to the company moving toward the unicorn club. Before describing Zepto, the case details the scenario of the online grocery market both in the Global and the Indian context and then discusses both the Global and Indian online quick grocery market. Zepto’s business model focused on delivering groceries in 10 minutes, which helped the company differentiate itself from its competitors. However, other online grocery delivery companies were quick to follow in Zepto’s footsteps, and enter the Indian online quick grocery delivery segment. The case ends with the challenges Zepto could face and the future plans of the company. It remains to be seen whether the 10-minute delivery model will be sustainable in the future or not.


The case is structured to achieve the following teaching objectives:

  • Understand how the differentiation strategy helped a startup gain a competitive advantage in the online grocery delivery market.
  • Understand how the innovative business models of quick online grocery startups disrupted the online grocery market.
  • Understand how quick commerce startups work and how they are going to survive in the long run.



Zepto; KiranaKart; Dark Store Model; Micro Warehouse’ Data Analytics; 10 Minute Delivery; Quick Online Grocery Delivery; Quick Delivery; Hub and spoke model

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